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There’s clearly no secret formula for viral success otherwise we’d all be doing it.
In fact, there’s nothing worse than a client briefing an agency to devise a viral campaign as it completely misses the point about how good ideas are generated.
A viral campaign is a desired outcome, not the basis for developing break-through campaigns or memes. That said, there are definite skills, techniques and approaches which we can deploy to improve our chances of viral success.
In fact, Propagation Planning is a relatively new school of thought which is dedicated to this very concept. In theory, the more we understand how communities behave and share ideas, the better we’ll get at creating compelling advertising campaigns which self-propagate.
As Griffin Farley, Strategy Director from BBH succinctly puts it “Plan not for the people you reach, but for the people they reach”.
What's the best way to stamp out piracy? In France, the entertainment industry was successful in pushing a 'three strikes' law that would boot serial infringers from the web.
That went into effect in October 2010. So how's it doing?
According to HADOPI, the agency tasked with administering and enforcing the law of the same name, things are going just great.
A report it released, which looked at data for the 17-month period following the law's implementation, claims that "illegal downloading [is] clearly on the decline in France."
Could popular online pinboard Pinterest have what it takes to develop a viable new model for ecommerce?
China's Alibaba apparently thinks so.
Compared to the digital doldrums some traditional media companies, such as record labels, have found (and put) themselves in the past years, times look relatively good for book publishers.
At least that's the way it appears if you look at the January 2012 figures published by the Association of American Publishers (AAP), which includes data from over 1,000 book publishers.
Large multinational corporations and consumer brands spend big bucks on market research, and for good reason. Figuring out what consumers are thinking about and what they want can help inform crucial product development and marketing decisions.
If you're an entrepreneur or small business owner, having access to similar market research insight is probably a very appealing proposition, but the costs typically put that market research out of reach.
Google is hoping to change that with a new offering called Google Consumer Surveys.
A modified version of Google's Android OS powers Amazon's popular Kindle Fire tablet, but being able to take some credit for the Fire's OS apparently isn't enough for the search giant.
Google reportedly believes that it needs a tablet of its own and it could start a fierce battle with Amazon as early as May when it releases an inexpensive 7-inch tablet to take on the Kindle Fire.
Spammers are pinterested in the online pinboard too, and are apparently making a mint because of it.
Thanks to the rise of the social web, some of the most valuable content on many websites isn't created by their owners - it's created by the users in the form of comments.
When it comes to providing the functionality that enables users to comment, third parties often play a key role.
That's because instead of rolling their own commenting functionality, many website owners turn to companies like Facebook and Disqus, which have carved out a niche for themselves by offering commenting functionality that can be enabled with a few lines of code.
With more and more television viewers turning to sites like Twitter to weigh in on what they're watching at any given moment, it's no surprise that social media is attracting the focus of content creators and television networks.
But it's also attracting the attention of startups looking to capitalize on the opportunities created by a world in which the consumption of television content increasingly involves two screens.
Some have questioned the effectiveness of Facebook as a commerce platform, but can you dismiss an ad and marketing channel with 800+ million users?
Here are some tips for increasing the opportunities for commerce on Facebook.
Recently, Bloomberg published an article about several retailers, J.C. Penney, Nordstrom, Gap and Gamestop, who all closed their Facebook stores in 2011.
As a consultant implementing s-commerce (Social Commerce) solutions for my clients, I am writing to let you know that Facebook commerce (f-commerce) is alive and well and customers are making money selling products and services via Facebook.
Well co-ordinated press releases over the past couple of weeks provide a hint at what Google has up its sleeve.
We believe it will mark one of the most significant changes to search engine marketing since AdWords was launched.
In fact, this could be the beginning of the end of search results as we know them...
Econsultancy recently launched its State of Digital Marketing in Australia report, which found that online marketing is rapidly becoming a priority for companies, although many are struggling with elements within this.
However, a number of organisations in the country have a well-established legacy of digital operations, arguably the most recognisable and prominent being Tourism Australia, the official Government agency which is responsible for both the international and domestic promotion of Australia as a travel destination.
Here, their executive general manager of consumer marketing, Nick Baker, explains the secrets of their success to date, as well as their plans for the future…